Bob Pascasio is a healthcare CEO and administrator, and in the following article, he outlines key elements and strategies for healthcare marketing.
Some years ago, Bob Pascasio and his wife relocated to a new community. Shortly after their arrival, they attended a local football game, where an interaction highlighted a critical issue in the hospital’s visibility within the community. A conversation overheard at the game revealed that some residents were unaware of the hospital’s existence, despite its proximity to the location where they sat. This experience underscored the importance of effective marketing strategies to increase awareness and engagement with the local healthcare facility.
Bob Pascasio on Targeted Campaigns
Marketing in healthcare involves the strategic communication and promotion of services to increase awareness, attract patients, and build community trust. It encompasses a range of activities aimed at educating the community about available healthcare resources, services, and initiatives. Effective marketing ensures that the community knows about the hospital, its capabilities, and its contributions to local health and well-being.
Conducting Effective Marketing
To conduct successful marketing, it is essential to understand the community and utilize available resources. Key steps include:
- Surveying Community Resources: Identifying local social and civic clubs, schools, sponsorship opportunities, media outlets (such as radio stations and newspapers), and local government channels can provide platforms for outreach and engagement. Bob Pascasio says that establishing partnerships with these entities can enhance visibility and credibility.
- Leveraging Social Media: Social media platforms are vital for reaching a broad audience quickly and effectively. Regular updates, health tips, and interactive content can keep the community informed and engaged.
- Developing an E-Newsletter: An electronic newsletter can serve as a consistent communication tool, providing updates on hospital services, health education, and community events. It helps maintain a direct line of communication with patients and community members.
- Utilizing EMR Data: Mining the organization’s Electronic Medical Records (EMR) for contact information is permissible under HIPAA as long as the communications are educational. This data can be used to send targeted health information and updates to patients.
Setting a Realistic Budget
Marketing efforts must be financially sustainable. Setting a realistic budget involves allocating funds for various channels and activities, such as social media campaigns, community events, and print materials. Bob Pascasio also notes that it is also crucial to include a measurement process to evaluate the effectiveness of different strategies. Metrics such as engagement rates, new patient inquiries, and attendance at events can help determine which approaches create value and should be continued or adjusted.
A Two-Way Process
Marketing should not be a one-way communication. Engaging with the community and understanding their needs and preferences are vital. Hosting town hall meetings, conducting surveys, and actively participating in community events can provide valuable insights and build stronger relationships.
General and Specific Marketing Initiatives
Marketing efforts should cover both general information about the organization and specific details about services and achievements:
- General Organization Information: Bob Pascasio says that promoting the hospital’s mission, values, and overall capabilities helps establish a strong foundational awareness.
- Product and Service Lines: Highlighting specific services, such as specialized medical treatments, new technology, or unique programs, can attract patients seeking those services.
- Announcements and Celebrations: Sharing news about staff accomplishments, new hires, or facility upgrades not only informs the community but also boosts morale within the organization and showcases the hospital’s commitment to excellence.
Tying Marketing to CHNA
Marketing can play a critical role in addressing the findings of the Community Health Needs Assessment (CHNA). By effectively communicating how the hospital is responding to identified health needs, marketing efforts can demonstrate the hospital’s proactive approach to community health. This transparency is essential in building trust and showing the community that their concerns are being actively addressed.
Bob Pascasio explains that one significant way marketing can contribute is by creating targeted campaigns that highlight the specific actions the hospital is taking in response to CHNA findings. For example, if the CHNA reveals a high prevalence of diabetes in the community, the hospital can market its diabetes education programs, free screening events, and new endocrinology services. These campaigns should be disseminated through various channels, including social media, local newspapers, radio, and community events, to reach a broad audience.
Additionally, marketing can facilitate partnerships with local organizations, schools, and businesses to promote community health initiatives. By sponsoring events, offering health workshops, and collaborating on public health campaigns, the hospital can enhance its visibility and reputation as a community-focused institution. This collaborative approach not only raises awareness of the hospital’s services but also fosters a sense of collective responsibility for community health.
Developing an e-newsletter is another effective marketing strategy. Regular updates can inform the community about new services, upcoming health events, and success stories of how the hospital’s initiatives are making a positive impact. This ongoing communication keeps the community engaged and informed, reinforcing the hospital’s commitment to meeting their health needs.
Mining the organization’s Electronic Medical Records (EMR) for contact information, while ensuring compliance with HIPAA regulations, can also support educational communications. Sending targeted messages to patients about relevant health programs and services can enhance their awareness and participation. For instance, patients with chronic conditions identified in the CHNA can receive personalized information about support groups, management programs, and preventive measures.
Setting a realistic marketing budget is crucial to ensure these efforts are sustainable and impactful. The budget should include funds for diverse communication channels and a measurement process to assess the effectiveness of each campaign. By analyzing metrics such as engagement rates, event attendance, and patient feedback, the hospital can refine its strategies and maximize the value of its marketing efforts.
Ultimately, marketing tied to CHNA findings should be a two-way process. Engaging with the community to gather feedback on their health concerns and perceptions of the hospital’s initiatives allows for continuous improvement and responsiveness. This dialogue not only helps the hospital better understand and serve its community but also empowers residents to take an active role in their health.
In summary, marketing that addresses CHNA findings can significantly enhance community health outcomes by showcasing the hospital’s commitment to addressing local health issues. Through targeted campaigns, strategic partnerships, ongoing communication, and community engagement, the hospital can build trust, improve health literacy, and demonstrate its dedication to the well-being of its residents.
Conclusion
Bob Pascasio notes that healthcare is a competitive field, requiring constant effort to maintain and grow patient engagement. Hospitals compete with other healthcare providers, telehealth services, workplace clinics, and even online health information sources. Simply having a hospital in the community is not enough; the community must be continuously informed and engaged.
Effective marketing involves telling the hospital’s story regularly and compellingly. This ongoing communication helps ensure that the community recognizes the hospital’s value, leading to sustained use of services and the long-term viability of the healthcare organization. By implementing these marketing strategies, healthcare organizations can enhance their visibility, build stronger relationships with their communities, and ultimately provide better care to those they serve.
